Grindr launches online magazine in move to become a lifestyle brand

Grindr, the Tinder for queer men, is working on breaking away from being just another hook-up app.

While the app boasts the most engagement of any dating apps (its three-million-plus active users are on the app an average of 54 minutes a day), the company wants to do more. It wants to become a lifestyle brand.

On Monday it launched online magazine Into — a place for LGBT+ writers, photographers, and creators to celebrate and represent their world.

In an interview with Forbes, CEO Joel Simkhai and Creative Director Landis Smithers said that the app’s users see it as far more than just a way to find sex.

“One thing we hear a lot from the younger generation, is that they don’t like the definition of hookup app,” Smithers assures. “The truth of the matter is, that our users use Grindr in so many different ways. Sometimes it’s just to kill time, or it can be to get club recommendations, or just to meet new people.”

The magazine is aimed at Grindr’s primary demographic of 18 to 34-year-old queer men, and its content will be user-generated.

Grindr, the Tinder for queer men, is working on breaking away from being just another hook-up app

“Into will be the voice of our users. We will curate the content, but it’s sourced from the users,” Smithers says. “So for example, we’ll send them a message on Grindr, asking them where they go when in Madrid. Or what their views are on love.”

Grindr is interested in getting a global perspective, aware that gay men in New York fare differently to those in Russia.

“We want Into to give people an understanding of the gay world, from a global perspective,” says Simkhai. “Personalized content, that focuses on lifestyle topics but also politics, the positive elements and challenges inside our community.”

Also part of its efforts at establishing itself as a lifestyle brand was Grindr’s clothing line. Launched in August 2016, the athletic line was produced with Print All Over Me. Proceeds from the sales were donated to Athlete Ally, an organisation that fights homophobia and transphobia in sports.

Into is currently only available on browsers, and the creators aren’t sure on the future of an Into-dedicated app.